本文選題：客戶關系管理　切入點：客戶關系價值　出處：《大連理工大學》2013年碩士論文

【摘要】：企業(yè)的產(chǎn)品和服務需要通過客戶的購買和消費,才能轉化為企業(yè)的收益。現(xiàn)今企業(yè)競爭的重點正逐漸從“以產(chǎn)品為導向”發(fā)展為“以客戶為導向”,及時滿足客戶需求的方式轉變。SAP公司在實施CRM系統(tǒng)的過程中,時常出現(xiàn)由于SAP客戶企業(yè)管理理念落后、管理方法有限、需求變化較快、時間期限短等原因而導致系統(tǒng)低效、甚至是失敗的實施。 本文基于客戶關系管理的理論、客戶關系生命周期以及客戶關系價值理論,總結分析SAP公司為客戶企業(yè)實施CRM過程的關鍵問題,提出適合SAP CRM系統(tǒng)實施的靈活定制實施方法。SAP公司為客戶企業(yè)實施CRM系統(tǒng)的過程中,始終以客戶以及客戶的客戶需求為中心,建設企業(yè)客戶管理的價值鏈,為不同的客戶、不同生命周期階段的客戶提供針對性的產(chǎn)品服務以最大限度的滿足客戶需求。本文主要工作包括如下： (1)文章對SAP公司為客戶企業(yè)實施CRM過程中的關鍵問題進行分析。例如,在實施過程中出現(xiàn)的關鍵問題主要源自于客戶企業(yè)的業(yè)務需求不夠清晰、非結構化的業(yè)務流程、對客戶對其用戶和CRM系統(tǒng)定位和重要性認識不足、客戶關系管理的理念較落后以及混亂的客戶數(shù)據(jù)庫、不夠完善的系統(tǒng)整合、已有客戶管理系統(tǒng)功能過于簡單等。 (2)基于客戶關系生命周期理論、客戶關系價值理論,針對SAP公司為客戶企業(yè)實施CRM系統(tǒng)中的問題,在傳統(tǒng)實施方法的基礎上,即SAP CRM過程方法以及Accelerated SAP (ASAP) CRM實施方法,提出了以客戶以及客戶的客戶需求為基礎,最大限度的滿足不同客戶關系生命周期階段、不同類型客戶的需求,幫助企業(yè)實現(xiàn)完整的客戶價值鏈管理,建設以客戶需求為主導的企業(yè)客戶管理模式的靈活定制實施方法。 (3)SAP公司根據(jù)國內(nèi)客戶需求的實際情況,設計的靈活定制的實施方法,在實施過程前期以及實施過程中,始終以先進的客戶關系管理理念,與企業(yè)和企業(yè)客戶進行溝通,保證系統(tǒng)的有效性和前瞻性,保證系統(tǒng)實施的成功率。為滿足企業(yè)的不同需求,常規(guī)功能采用快速復用開發(fā),定制功能集中人力物力進行詳細過程設計開發(fā)。在項目實施過程中,采取多種措施,保持企業(yè)員工培訓和風險成本控制,保證項目順利完成。 本文針對SAP公司為客戶企業(yè)實施CRM過程中的關鍵問題,進行分析研究,提出針對性的解決方法,能夠有效地改善SAP公司為客戶企業(yè)實施CRM中遇到的問題,提高系統(tǒng)實施的成功率和效率。
[Abstract]:The company's products and services to customers through the purchase and consumption, can be transformed into profit. Enterprise competition is now gradually from "product oriented" to "customer oriented", to meet customer demand for the transformation of the mode of.SAP company in the process of implementing CRM systems, often due to SAP enterprise customer management concepts backward, management method is limited, demand changes rapidly, such as short time period leads to inefficient system, or even failure.
In this paper, the theory of customer relationship management based on the theory of customer relationship life cycle and customer relationship value, and summarize the key problems of implementation of the CRM process for enterprise customers of SAP company, put forward flexible customization for SAP CRM system implementation method of.SAP Corporation CRM system implementation process, has always been to customer demand and customer as the center, the customer value chain management of construction enterprises, for different customers, different stages of the life cycle of customers to provide targeted products and services to satisfy customer needs. The main works are as follows:
(1) the key problems of SAP Corporation in CRM implementation process analysis. For example, the key problems in the implementation process mainly from the enterprise customer business needs is not clear, non structured business process, to the customer to a lack of understanding of its users and CRM positioning system, and the importance of customer relationship management the idea is backward and the confusion of the customer database, system integration is not perfect, the customer management system function is too simple.
(2) customer relationship based on the life cycle theory, the theory of customer relationship value, according to SAP company's CRM system implementation problems in the enterprise customers, based on the traditional method, namely SAP CRM and Accelerated SAP process (ASAP) CRM implementation method, put forward to customer needs and customer base, the largest meet the needs of different customer relationship life cycle stages, different types of customer needs, help the enterprise to realize customer value chain management complete, flexible customization implementation method of construction of enterprise customer management mode of customer demand driven.
(3) SAP, according to the actual situation of the domestic demand, the implementation method of flexible customization design, in the implementation process and the implementation of pre process, has always been to advanced the concept of customer relationship management, communicate with enterprises and customers, to ensure the validity of the system, the system implementation success rate. To meet the different needs of enterprises, using conventional function development reuse and customization concentrating manpower detail design and development. In the process of project implementation, and take various measures to maintain employee training and the cost of risk control, to ensure the successful completion of the project.
This paper analyzes and studies the key problems of SAP company in implementing CRM process for customers, and proposes targeted solutions. It can effectively improve the problems encountered by SAP company in implementing CRM for customers, and improve the success rate and efficiency of system implementation.

【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274

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本文編號：1720277